Scenario 5

You're right, Dr. Richards. With just
a little more time and effort, we can give a lot more people the
information they need to make the right decisions.

You've got a point, Dr. Richards. Long-term health benefits are the ultimate goal of a social marketing
program and we should promote them in our messages, no matter who
our audience is.

Although we as
health professionals may care greatly about long term health
benefits, our target audiences may not. We need to figure out which
benefits matter most to the audience before we decide which to
promote.